Kekuatan Story Telling Vanilla Hijab- Oleh: Ahmad DS, Kyai Marketing.
Konsumen saat ini tertarik membeli sebuah brand bukan hanya karena fungsionalnya saja, misal hijabnya bahannya bagus dan harganya murah. Namun mereka meminta alasan lebih dari kita, di luar produk. Alasan yang bersumber dari empati, simpati dan kemanusiaan.
Kakak beradik, Atina Maulia dan Intan Kusuma Fauzia, saya rasa tak sengaja menerapkan prinsip marketing itu.
Secara kebetulan, sang adik, Atina Maulia sempat menderita penyakit Autoimun yang sampai membawanya harus berada di kursi roda dan putus kuliah dari Fakultas Teknik Perminyakan, ITB. Ini adalah sebuah “ konten story” yang cukup kuat menggugah simpati.
Betapa tidak, seorang mahasiswi ITB, kemudian memutuskan dropout, pindah dari Bandung ke Jakarta untuk menjalani terapi sakitnya dan memupuskan harapan bapaknya yang pengen sekali anaknya kerja di perusahaan minyak dunia dengan gaji besar. Bagi followernya yang takut-takut soal masa depan, takut memilih jalan hidup, maka jelas cerita ini sangatlah menggugah batinnya.
Konten berikutnya yang menarik adalah, diceritakan setelah itu, dengan kondisi yang belum sehat betul, Atina harus banting tulang membiayai kuliahnya di PPM School of Management Jakarta. Berangkat jam 5 pagi, sebelum masuk kuliah, hunting bahan hijab di Pasar Mayestik Jaksel, Kuningan City dan Pasar Tanah Abang. Bahan jilbab itu kemudian dijahit dengan meminta tolong penjahit keliling di rumahnya. Meski begitu, hijabnya laris manis terjual di akun Instagramnya @vanillahijab. Konten perjuangan yang tak kenal kata menyerah selalu disukai para netizen. Sekali lagi Atina dengan baik menarasikan konten perjuangannya dengan baik. Salut joss Atina !
Konten berikutnya adalah price tag di setiap produk Vanilla Hijab ada kode unik. Misalnya Rp. 50.500. Kenapa gak genap Rp. 50 ribu atau Rp 60 ribu? Karena Rp. 500 rupiah itu adalah donasi yang disematkan di price tag untuk Rumah Tahfidz di Jayapura, Papua. Program ini digaungkan dengan akun IG khusus @orangbaikvanilla. Dan konsisten dilakukan sampai hari ini. Konsumen jadi memiliki alasan lebih membeli Vanilla Hijab, yakni sekalian berdonasi ! Cerdas Atina.
Dengan program story telling itulah Vanilla Hijab bisa meraup 2,2 juta follower di instagramnya. Dengan bekal itu Vanilla Hijab kemudian merambah channel E commerce dan website pribadi. Dan tentu saja juga melakukan strategi yang umum dilakukan brand fashion lokal saat ini, menggaet selebritis dan influencer. Kalau ini aku gak ngajungin jempol karena biasa.
Jadi kalau kamu sekarang hidupnya sedih, menderita dan sedang berjuang di bawah, justru jangan menyerah, Guys !. Siapa tahu cerita sedihmu bisa menjadi konten story yang menggugah simpati konsumenmu untuk membeli produk darimu dibandingkan brand lain.
Sedih itu khan kalau terus-terusan, kalau habis sedih trus sukses maka cerita itu akan menjadi cerita motivasi yang menjual, seperti Vanilla Hijab.
Kita akan bedah lebih detail lagi strategi sukses Vanilla Hijab di kelas Zoominar FASHION BRANDING, Hari Sabtu, 16 Juli 2022 jam 10- selesai.
Link pendaftarannya ada di bawah ini:
Fashion Branding
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